Binge is baad
Binge is Baad is a communications campaign that aims to combat rising binge drinking cases among Singaporean youths aged 18 to 35 years by employing the Theory of Planned Behaviour (TPB) to drive its message of responsible drinking. Recognising the potential influence of peer pressure on drinking ha...
| Main Authors: | , , , |
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| Format: | Final Year Project (FYP) |
| Language: | English |
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Nanyang Technological University
2024
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/174470 |
| _version_ | 1826112045840334848 |
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| author | Kuah, Emmanuel Kai Ooi, Jeannette Zheng Qi Tan, Natsuki Teo, Alvin Wei Jie |
| author2 | Chen Lou |
| author_facet | Chen Lou Kuah, Emmanuel Kai Ooi, Jeannette Zheng Qi Tan, Natsuki Teo, Alvin Wei Jie |
| author_sort | Kuah, Emmanuel Kai |
| collection | NTU |
| description | Binge is Baad is a communications campaign that aims to combat rising binge drinking cases among Singaporean youths aged 18 to 35 years by employing the Theory of Planned Behaviour (TPB) to drive its message of responsible drinking. Recognising the potential influence of peer pressure on drinking habits, the campaign conducted thorough formative research through expert interviews, focus group discussions, and a pre-campaign survey involving 244 participants. This research phase identified crucial behavioural drivers and barriers, shaping the campaign's objectives to increase knowledge of the definition of binge drinking and improve Perceived Behavioural Control in resisting binge drinking. Leveraging humour and relatability, the team executed an integrated communications strategy, achieving significant digital presence and community engagement. The campaign's inventive use of a black sheep mascot, Bryan Baa, symbolised the courage to stand against peer pressure, resonating well with the target audience. Over three months, the campaign garnered over 70,000 social media impressions and engaged directly with over 420 of its followers across Instagram and TikTok combined. Post-campaign data indicate a 67.32% increase in the target audience's knowledge of binge drinking, a 33.32% improvement in behavioural intention to drink responsibly and a 14.08% decrease in actual behaviour of alcohol consumption. This report encapsulates Binge is Baad’s campaign's development, execution, and output analysis, detailing how strategic, data-driven communication can effectuate behavioural change among youths. By fostering a nuanced understanding of binge drinking and offering appealing alternatives through humour, the campaign sets a benchmark for future responsible drinking initiatives. |
| first_indexed | 2024-10-01T03:00:31Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/174470 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:00:31Z |
| publishDate | 2024 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1744702024-04-07T15:37:28Z Binge is baad Kuah, Emmanuel Kai Ooi, Jeannette Zheng Qi Tan, Natsuki Teo, Alvin Wei Jie Chen Lou Wee Kim Wee School of Communication and Information chenlou@ntu.edu.sg Social Sciences Binge is Baad is a communications campaign that aims to combat rising binge drinking cases among Singaporean youths aged 18 to 35 years by employing the Theory of Planned Behaviour (TPB) to drive its message of responsible drinking. Recognising the potential influence of peer pressure on drinking habits, the campaign conducted thorough formative research through expert interviews, focus group discussions, and a pre-campaign survey involving 244 participants. This research phase identified crucial behavioural drivers and barriers, shaping the campaign's objectives to increase knowledge of the definition of binge drinking and improve Perceived Behavioural Control in resisting binge drinking. Leveraging humour and relatability, the team executed an integrated communications strategy, achieving significant digital presence and community engagement. The campaign's inventive use of a black sheep mascot, Bryan Baa, symbolised the courage to stand against peer pressure, resonating well with the target audience. Over three months, the campaign garnered over 70,000 social media impressions and engaged directly with over 420 of its followers across Instagram and TikTok combined. Post-campaign data indicate a 67.32% increase in the target audience's knowledge of binge drinking, a 33.32% improvement in behavioural intention to drink responsibly and a 14.08% decrease in actual behaviour of alcohol consumption. This report encapsulates Binge is Baad’s campaign's development, execution, and output analysis, detailing how strategic, data-driven communication can effectuate behavioural change among youths. By fostering a nuanced understanding of binge drinking and offering appealing alternatives through humour, the campaign sets a benchmark for future responsible drinking initiatives. Bachelor's degree 2024-04-01T02:32:38Z 2024-04-01T02:32:38Z 2024 Final Year Project (FYP) Kuah, E. K., Ooi, J. Z. Q., Tan, N. & Teo, A. W. J. (2024). Binge is baad. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/174470 https://hdl.handle.net/10356/174470 en CS/23/042 application/pdf application/pdf Nanyang Technological University |
| spellingShingle | Social Sciences Kuah, Emmanuel Kai Ooi, Jeannette Zheng Qi Tan, Natsuki Teo, Alvin Wei Jie Binge is baad |
| title | Binge is baad |
| title_full | Binge is baad |
| title_fullStr | Binge is baad |
| title_full_unstemmed | Binge is baad |
| title_short | Binge is baad |
| title_sort | binge is baad |
| topic | Social Sciences |
| url | https://hdl.handle.net/10356/174470 |
| work_keys_str_mv | AT kuahemmanuelkai bingeisbaad AT ooijeannettezhengqi bingeisbaad AT tannatsuki bingeisbaad AT teoalvinweijie bingeisbaad |